Communication ROI: how do organizations measure communication against corporate objectives?
Communication World › Vol. 21 Nbr. 1, January 2004
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Communication ROI: how do organizations measure communication against corporate objectives?
The tracking and measurement of any marketing program has always been difficult, time-consuming and limited at best. Metrics can be even more elusive for marketing communication, and, in many cases, measurement methods are even inadequate or misleading. It's no wonder that so few companies measure their external communication programs.
In the "Future Trends" study conducted by Towers Perrin in collaboration with the IABC Research Foundation, it was reported that fewer than 15 percent of survey respondents measure external communication or media relations effor...See the full content of this document
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